Case study: Breast Cancer Care

The breast cancer charity's Strawberry Tea campaign was given a redesign to appeal to a wider audience

Katy Perry and Rihanna lookalikes were photographed hosting an event
Katy Perry and Rihanna lookalikes were photographed hosting an event

Organisation: Breast Cancer Care
Campaign: ????Strawberry Tea
Agency:??? In-house and Iris Nation

Now in its seventh year, Breast Cancer Care's Strawberry Tea campaign has been given a redesign to appeal to a wider audience.

The cancer charity's summer event, when people raise money by hosting tea parties, has grown from raising about £50,000 in its first year, to £420,000 in 2011.

It hopes to raise the same amount this year, but with a 13 per cent rise in event registrations the campaign may well be more successful.

Alec Raven, head of community fundraising, says: "Getting more people to sign up in the current economic climate has been the biggest challenge. One of the things we've done this year is to change the proposition."

The new marketing, with the tagline "Where will you hold yours?", shows that the events are easy to host.

To promote the campaign, the photographer Alison Jackson, famed for her celebrity lookalike images, shot doubles of Katy Perry and Rihanna holding strawberry teas.

The promotional pictures were featured in national media, including the Mail Online.

The agency Iris Nation was involved in the campaign last year, but this year it has been brought back in-house due to budget cuts, Raven says.

EXPERT VIEW

Rachel Beer, Founding partner, Beautiful World

The market is flooded with events aiming to mimic the success of Macmillan's Coffee Morning, so the challenge is to stand out, which this does fairly successfully.

Celebrity support was well directed and the 'zeitgeisty' PR gained impressive coverage.

Printed fundraising packs used to mean events like this had high overheads. They can continue to reduce costs by using digital media, retaining print for audiences that respond more positively to it.

Expert rating:
Creativity: 3
Delivery: 4
Total: 7 out of 10

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